3 outdated metrics you’re still using
iMedia Connection
Recent conversations regarding the “Making Measurement Make Sense” (3MS) initiative indicate that advertisers recognize the shortcomings of campaigns focused on impressions or post-impression attribution, and with campaigns optimized for clicks. In explaining the genesis of the 3MS initiative, the Interactive Advertising Bureau’s (IAB) website states that “while consumers have embraced digital media and continue to adopt new media behaviors, the marketing and media businesses have yet to create the tools necessary to keep up with consumers’ behavioral changes.”
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